And the Golden Globe Goes to JC Penney!

JC Penney Twitter George Clooney Amy Poehler Golden Globes

The Awards season has officially kicked off, in my opinion anyway. Once we have the annual Golden Globes, the rest follow – the SAG Awards on January 27th on TNT/TBS followed by the Director’s Guild of America Awards (not on TV but a precursor to the next one), and the biggie – the Oscars on February 24th. As an individual passionate about films and filmmaking (I will write that Hollywood-worthy script one day), this is MY season. I drop everything to watch these award shows.

I have some of my own highlights from this year’s Golden Globes:

  • Bill Clinton introduced the film “Lincoln”. No matter what side of the political landscape you are on, a living past President introduced the film of a deceased past President and historical figure. How apropos!
  • Anne Hathaways speech for winning Best Supporting Actress for her role in “Les Miserables” –

“As the girl who started out as the Princess of Genovia, I can’t tell you how encouraging it is to know that the Flying Nun grew up to be Norma Rae…” (talking about Sally Field’s many characters and going against typecasting)

Just beautiful and eloquent and classy.

  • Ben Affleck for his win as Best Director for Argo. That’s win #2 for him in that category (and a reminder for me to see the film!).
  • Jodie Foster trying to reach her mom through the camera. I venture to guess there wasn’t a dry eye in the house as she “spoke” to her.

And one of the funniest moments – co-host Amy Poehler cozying up to George Clooney as her name was called as nominee for Best Actress in a TV Comedy. Hilarious! And George went along with it. Even MORE hilarious. (See this recap of memorable moments from the NY Daily news for a picture of it.)

That brings me to the reason for this post. Right after that moment on television, JC Penney Tweeted –

“Let us be the first to offer wedding registry help for George Clooney and Amy Poehler. #socute #goldenglobes”

OMG…I saw that and just about spit out my drink while I rolled on the floor laughing. Genius. Brilliant. And I responded with –

JC Penney Twitter George Clooney Amy Poehler Golden Globes

Seriously. WELL played. (My response was later re-tweeted by JC Penney too, btw.)

Upon further review of their Facebook Page as well, this is a company that embraced the Golden Globes within their marketing strategy leading up to the big night. With posts about their products – “Golden Globes meet golden lobes” with a picture of golden earrings, for example or “Sephora’s Red Carpet Must Haves” – throughout their Page, equally brilliant.They get it.

They took a pop culture event and turned it into a marketing tool to reach their customers that have an interest in that particular event.

AND their Twitter feed was going all night. Again, brilliant!

So, while I enjoyed so many moments in last night’s telecast, one of my favorites wasn’t even about an actual Golden Globe win. Rather, it was about a company taking the event and making it their own.

Love it!

Kudos to you, JC Penney. Well played.

With that said, I do want to close with the video of Anne Hathaway’s speech in case you missed it. It was one of the best (if not THE best) of the night.

I’m hoping the SAG awards are just as real and the marketing moments equally so.

Take note, marketers on a mission – how can you turn the upcoming awards into a unique way to connect with your audiences?

You have just about two weeks to figure that out. 🙂


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